Costco vs Deutsche Telekom: Tone of Voice Compared

A side-by-side comparison of how Costco and Deutsche Telekom communicate — tone words, language style, sentence structure, and taglines.

In short

Costco (Retail) and Deutsche Telekom (Telecom) play in different arenas — and it shows in how they speak. Costco sounds ethical, reliable, writing in commanding language, while Deutsche Telekom sounds connected, sharing, european, writing in social language. They share no tone words at all. Costco's tagline, "Do the right thing", captures its voice; Deutsche Telekom answers with "Life Is for Sharing".

Voice comparison

DimensionCostcoDeutsche Telekom
Tone wordsEthical, ReliableConnected, Sharing, European
Language styleCommandingSocial
Sentence typeCommandStatement
TensePresentPresent
ExpressionStraightforwardImaginative
Tagline"Do the right thing""Life Is for Sharing"

What Costco and Deutsche Telekom share

Costco and Deutsche Telekom share no tone words.

Where they differ

Costco leans ethical, reliable. Deutsche Telekom leans connected, sharing, european.

Positioning & strategy

DimensionCostcoDeutsche Telekom
Brand messageDeliver value while doing right by peopleEurope's leading telecommunications company
MissionContinually provide members with quality goods at the lowest possible pricesConnect people with each other and the world
Core conceptBusiness with IntegrityShared Life
Core tensionProfit vs. EthicsIsolation vs. Sharing

Frequently Asked Questions

How is Costco's tone of voice different from Deutsche Telekom's?

Costco uses an ethical, reliable tone with commanding language, while Deutsche Telekom uses a connected, sharing, european tone with social language. They share no tone words.

What is Costco's tagline and what is Deutsche Telekom's tagline?

Costco's tagline is "Do the right thing". Deutsche Telekom's tagline is "Life Is for Sharing".

Do Costco and Deutsche Telekom target the same market?

Not directly — Costco operates in Retail while Deutsche Telekom operates in Telecom.

Is Costco or Deutsche Telekom more figurative in its messaging?

Costco's messaging is straightforward, while Deutsche Telekom's is imaginative.

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